A new image and new ideas for the 91st Macef, along with leading Italian and international brands, the moment’s most in vogue designers and dedicated spaces. New initiatives include ‘AbitaMi’, a laboratory for new trends, and support for DComeDesign, an association promoting female creativity and a project culture. A number of exciting in-town events have also been confi rmed. Everything is ready for the ninety-fi rst Macef, to be held at the Rho exhibition centre from 8 to 11 September 2011. As always, Fiera Milano will be the setting for the very best in Italian and international home design and products. Numerous new ideas will again make Macef a not to be missed event for exhibitors and buyers with a keen eye on the latest trends. This year, the innovative spirit is also underscored by a new image, conceived and created by Alessandro Mendini. The noted Milanese architect was chosen by Macef’s management to complete the restyling process already started with earlier shows. A new image to confi rm the efforts made to consolidate the key role that the International Home Show plays for the whole home design industry. Macef is an exhibition that represents the abilities and sectors of made in

Italy, of the vast pool of creativity that developed from its origins in artisans’ workshops to the network of small and medium enterprises that comprise the Italian productive districts phenomenon. Of the four-macro sectors that make up Macef, Home Décor is all about objects for the home and the best in home design. Table and Kitchen is the space traditionally devoted to the heart of the home, and that means dishes, glassware, tableware and sophisticated cookware, everything needed to prepare a family lunch or dinner or create a special occasion table setting. Table and Kitchen is also Silver, an all-Italian world of a quality and quantity impossible to fi nd anywhere else. Gifts is the area where everything from the most exquisite to the most useful gift item can be found, and which this year will also include the Big Volume area. Here, buyers can make their selection from numerous products, including many from abroad, and place big volume orders at the most competitive prices. Bijoux, the area devoted to fashion accessories, high-end costume jewellery, wearable silver and loose gemstones, deserves an entire chapter to itself.

Among the other novelties at Macef September is AbitaMi, a workshop

for new trends conceived to get you thinking. A “theatre of creativity” where you can get up to date and compare new trends in modern living. Where architects and designers, together with entrepreneurs, retailers, journalists, analysts and trendsetters are ready to put the best products designed for the home to the test.

Macef will also make its contribution to DComeDesign, the association founded by Anty Pansera, Luisa Bocchietto, Loredana Sarti and Patrizia Scarzella to promote female creativity. Among the many projects in the pipeline are: “Milano vs The World for Social Design” with the non-profi t Good Shepherd Foundation as main partner and the support of Barclays, and the “Donne in Bottega, L’artigianato artistico nelle Regioni Italiane” [Women in the Workshop, Artistic Crafts in Italy’s Regions] exhibition. Amongst the other appointments already confi rmed in the exhibition pavilions are the Creazioni project – in collaboration with ARTEX, Centre for Tuscan Artistic and Traditional Crafts - and Creazioni Designer, both devoted to innovation and quality handicrafts.

The next Macef will also meet the general public through the many initiatives making up the “Macef in Town” calendar of events, a series of real opportunities for encounters between the exhibition community and the city of Milan.

The appointment with the International Home Show is at the Rho exhibition centre, opening on 8 and closing on 11 September. To register for the show, purchase admittance tickets at a discount, get directions and constant up-dates about the calendar of events, go to the website www. macef.It